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B2B Attribution Vendors: Differences Between Platforms
BlogThe Marketing Attribution Landscape Marketing attribution is the practice of collecting and measuring customer touchpoints across multiple channels and then attributing revenue to each of those touchpoints to better understand where your return on marketing investment is maximized. In the last five years, the marketing attribution category has grown significantly. And rightly so. According to Gartner, 67% of CMOs plan…
GDPR is a Funny Four-Letter Word
BlogA little humor to ease the pain… Happy GDPR Day! Email inboxes everywhere rejoice as “the silence of the spam” begins today (May 25, 2018) thanks to the new EU data privacy law, known by the acronym GDPR. Unless you’ve been living under a rock, it’s fair to say that the majority of us have been on the receiving end of a GDPR…
Marketing’s Vital Role in GDPR Compliance
BlogAs the deadline to become GDPR compliant approaches, forward-thinking marketers are taking steps to identify at-risk areas within their marketing operations and taking an offensive approach to compliance. However, the epicenter of this responsibility seems to be circled around the IT-arm of the business. Recognizing that data is the center of sales and marketing activities means that leadership across the sales and marketing…
Customer Obsession, Analytics & ABM Take Center Stage At Marketing Nation Summit
ArticleFor marketing messages to stand out in today’s digital ecosystem, B2B teams must be fearless in how they formulate their strategies, budget for unique tactics and prove the projected ROI to senior leadership on their efforts. Those who can remain fearless through these challenges position their marketing teams to build a customer-obsessed brand that offers relevant and contextual experiences. At…
Marketo Acquires Bizible to Repair Marketing’s Wobbly Seat at the Revenue Table
BlogThe roar of an acquisition often overshadows the true meaning of that union, such is the case with Marketo’s recent announcement of its intent to acquire Bizible. With this big news upon us, it’s easy to get swept up in the buzz. But to understand why this really matters we need to look at the context of the deal. The industry cannot…
Marketer-Turned-Magician: How Future Business Intelligence Tools Will Spin Guesswork into Gold
ArticleMarketing isn’t much without data and if you trace back anything essential to the practice of influencing buyers you’ll, at the core, unveil a fundamental reliance on data — accurate data. Good luck segmenting a database, without data. Enjoy attempting to craft a message or design an ad, without data. Those converted ROI metrics and dreams of predictive campaign spend, you…
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